Lanterna Rally

Author: Kodep Ogumoro-Uludong

Publisher:

Published: 2013

Total Pages: 17

ISBN-13:

"The Managaha Pride Campaign began in July, 2012 with training on Rare's Theory of Change as a way to incorporate strategies to implement a social marketing campaign to bring about behavior change amongst a target audience to achieve a specific conservation result. In order to reduce the threat of poaching and maintain overall fish biomass and parrotfish biomass at the Managaha Marine Conservation Area (MMCA), the Managaha Pride Campaign used social marketing to: 1) increase the reporting of violations; 2) increase the conversation and knowledge among community members about the historical, cultural economic, and biological significance of the MMCA 3) increase the support for the prohibition of fishing. Through the development of specific social marketing strategies, the campaign was able to craft messaging to select audiences in the community that included leaders, fishers, government personnel and students, in order to begin a real conversation about the importance of one of the CNMI's most visited recreational locations. Additionally, specific objectives were developed with the aim of reducing or eliminating the poaching threat at the conservation area. Amongst these were the assistance with additional demarcation buoys and the establishment of a community monitoring team conducting surveillance activities on and around the island. The campaign also worked to gain a foothold into a nearby fishing community so that conversations could happen amongst them and the wider Managaha user audience about the importance of adhering to the rules and regulations of the MMCA. The following pages will examine the plan and approach, outcomes and impact, key insights and lessons learned, and finally strategies for Phase 2 of the Managaha Pride Campaign.